City BrandingUnlocking Potential

In today’s globalised world, cities are not just geographical entities but vibrant brands that attract tourists, investments, and talent. City branding has become essential in shaping perceptions and fostering economic growth. This article explores the power of city branding, highlighting successful initiatives and their impact on urban tourism and development.

When I used to tell people that I am from Allahabad (now Prayagraj), a city in Uttar Pradesh, India, the response I most often received was, “Oh, I thought you were from Calcutta!” I assumed this was due to the colour of my skin, my study of English literature, or my involvement in the music society—or perhaps a combination of all these factors. While it became a fun anecdote, it was laden with stereotypes about how people perceive certain cultures and cities. This highlights a crucial point: cities possess distinct personas in people’s minds. These personas are partly based on reality and heavily influenced by representations in popular culture. City dwellers often take pride in this identity, which in turn fosters a strong connection to their city. Even someone like me, who has never been to Kolkata, feels a deep connection to the city and a desire to visit it.

This connection is a form of city branding, a concept used to describe how cities create positive perceptions to attract tourists, investment, talent, and more.

Why brand a city?

City branding has become an important phenomenon in today’s times, significantly enhancing urban tourism. Many cities around the world have inadvertently become brands. For example, Agra in Uttar Pradesh is globally recognised for housing the Taj Mahal, one of the Seven Wonders of the World. Rome, with its ancient ruins, is vividly imagined through the iconic Colosseum. Besides historical monuments and museums, cities can also be associated with ideas and culture. Kolkata, known for its rich cultural heritage, and Paris, famously dubbed the city of love, are prime examples. These cities, with their strong presence in the public imagination, naturally attract more tourists, benefiting from their well-established brands.

The importance of city branding lies in its ability to create interest and attract attention, even for places that may not have prominent tourist attractions. Place branding, or place marketing, involves employing strategic marketing techniques to enhance a city’s image and appeal. In a globalised world where competition for public and private investments is fierce, cities must market themselves as desirable brands.

Tourism, a thriving industry born out of globalisation, has benefited immensely from city branding. Rising incomes, increased leisure spending, advanced modes of transport, and the growth of the service industry have all contributed to the tourism boom in the post-globalised world. Cities gain economically from increased tourist activity, a potential first realised by cities in the West after World War II. Efforts to rebuild urban infrastructure strained local authorities financially, leading cities to recognise tourism’s economic potential in the 1970s.

How cities rebranded

Many cities in America and elsewhere have successfully rebranded themselves through advertising campaigns. The universally popular and omnipresent “I LOVE NY” symbol is a product of such a campaign. But here, I’d like to present the case of another famous American city that changed the narrative surrounding it and became a massively iconic campaign that remains popular to this day. Ever heard of the line “What happens here stays here?” Known for its nightlife, casinos, and entertainment industry, Las Vegas, or Sin City, was once seen as a decadent city by people. To utilise the untapped potential of the city in becoming people’s go-to tourist destination, a wide array of people had to be attracted to the city. And so, in 2003, the advertising agency R&R Partners was roped in to create a campaign that would capture the essence of the city as a place where they could let themselves loose and enjoy themselves freely. They ended up creating an image of a city that realises the ultimate fantasy of having an indulgent weekend away from mundane life. Films like Hangover (2009), a famous episode in “Friends” (the one in Vegas), and others only solidified this image. The result was clear. According to the Las Vegas Convention and Visitors Authority’s Research Centre, there was a 70 per cent heightened interest in visiting Las Vegas among people who had seen the campaign. The number of visitors to the city reached an all-time high of 42 million or more. There was a 23 per cent increase in the average daily hotel rate over a four-year period. In 2020, R&R Partners updated the slogan to “What Happens Here, Only Happens Here” to reflect the city’s broader appeal beyond just secrecy and indulgence. This new tagline aims to emphasise the unique experiences that can only be found in Las Vegas, such as world-class entertainment, dining, and events.

Numerous other examples of successful city branding initiatives have reshaped cities’ images. For instance, Ahmedabad has become an important commercial hub in recent years, driven by relentless branding initiatives by the Government of Gujarat. Ahmedabad’s brand has been propelled by several large infrastructure projects, including the successful launch of its Bus Rapid Transit System (BRTS), the ambitious Gujarat International Finance Tec-City (GIFT), and the Sabarmati Riverfront Project. Several other states were quick to follow, like Gomti River Front in Lucknow. Amitabh Bachhan’s voice still lingers in the memory, echoing “kuchh din to guzaro Gujrat mein” (spend few days in Gujarat). In 2009, Apco Worldwide, a Washington-based global lobbying firm, was hired to promote Gujarat internationally as a prime investment destination. Apco Worldwide’s mandate included strategizing to elevate Vibrant Gujarat into a ‘super brand’ over two years, targeting opinion makers and international thought leaders.

A solid grounding

City branding is increasingly becoming critical for tourism and image building. However, branding initiatives must be accompanied by robust infrastructure development at the ground level. In 2018, Bengaluru became the first Indian city to have its own logo, joining the ranks of cities like London, Berlin, Prague, and Amsterdam, etc. But the city’s inadequate traffic infrastructure and recent water scarcity issue highlighted a significant gap in its branding efforts. Contrary to this, Indore has improved its brand image with better civic amenities and urban management.

City branding is a powerful tool that can significantly enhance urban tourism. Many cities have the potential to emerge as ‘wedding destinations’ or medical tourism or wellness centres. The One District, One Product scheme could also be helpful in reshaping the brand image of the city. Not only is it a tool to attract tourists, but it also creates a positive image of the city for its residents, thereby instilling in them a sense of pride. By creating positive perceptions and strong identities, cities can attract tourists, investments, and talent, driving economic growth and development.

As cities continue to compete on the global stage, effective branding strategies will be crucial in shaping their futures and ensuring their prosperity.

The importance of city branding lies in its ability to create interest and attract attention, even for places that may not have prominent tourist attractions.